The launch of Apple iOS9 for iPhone brings ad blocking to Apple's mobile web browser, Safari, adding to the list of ad blockers from Eyeo, Shine and others. This poses a threat to browser-based sites just as it does to desktop; the trick for mobile content owners is to exploit ad blocking to filter out lower-quality ads, and ensure they can attract targeted ads. This could thereby increase demand for higher quality creative content and marketing.
Ad blocking may accelerate the move away from mobile browsers to apps. The threat posed by ad blockers to desktop and mobile browsers does not apply to mobile in-app ads, as ad blockers cannot work within apps. Inapp ads account for ~80% of the total $50bn global mobile ad market. Ondevice and in-app native ads, as done by InMobi, are proving effective.
